Clicks but no leads? Check the landing page first.
Find what to fix on your Google Ads landing page with 27 checks covering offer, proof, forms, tracking, mobile and speed. Run them on the page you already have and leave with your first three fixes. No redesign.
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You're paying for clicks and the form stays empty
The ads get clicked. The CPC looks fine. Then almost nobody finishes the form, and you can't tell whether to blame the page, the traffic or the tracking. So you guess. You swap the form, rewrite the headline, and start pricing a rebuild.
Some of what's wrong isn't a matter of opinion. A page that throws an error for some visitors. A cookie banner that can't be closed on a phone. A form that breaks when the keyboard opens. A conversion that fires whether or not the inquiry went through. None of that shows up inside Google Ads.
This checklist has you test a lead gen page the way a visitor meets it. You compare it to the ad, send a real test inquiry, and run it on a phone. You finish with a numbered list: fix these, test these, leave the rest alone.
It won't tell you by itself whether the page or the campaign is the cause. It tells you what's broken on the page, so that question gets smaller. Reviewing a client's page? You hand them findings instead of an opinion.
Three checks you can use today
Every required field has a job.
For each field, write why it is needed before you can respond or qualify the inquiry. Remove or defer fields with no clear use. Track lead quality as well as completion rate.
The conversion event matches the outcome you mean to count.
For a completed inquiry, test that tracking fires on success and does not count validation errors or failed sends. Check for duplicate tags and repeat counts on refresh.
Visitors can find the details they need to decide.
Keep useful links to service details, proof, contact information, and privacy. Simplify unrelated navigation without removing information a buyer needs.
27 checks across six sections
Message & offer
Compare the page with the ad. Check the service, location, offer terms, and the next step visitors are asked to take.
Trust & decision details
Check whether visitors can verify your claims, understand the price or quote process, and see what they will receive.
Forms & tracking
Submit a test inquiry. Check required fields, error messages, lead delivery, and whether a recorded conversion means the form actually succeeded.
Mobile usability
Try the page on a phone and with a keyboard. Check text, buttons, form labels, and anything that covers the next step.
Speed & loading
Use PageSpeed Insights to investigate slow content, delayed interactions, and layout shifts. Know which results describe real visitors.
Access & follow-through
Check the destination URL, phone or booking links, confirmation messages, and how the business responds to an inquiry.
Turn your notes into a plan
The four-page PDF includes space to record each finding, choose your first three actions, and decide how to check the result. Fix a broken form or a misleading offer when you find one. Treat choices like field order or CTA placement as ideas to test.
Print it and mark it up by hand, or keep notes by item number alongside the PDF. Links to Google and W3C documentation are included for the technical checks.
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Need help building the page after your audit? The AI-Powered Google Ad Landing Pages course covers page structure, copy, forms, conversion tracking, and publishing.